. >> we have more pedestrian crashes than cities like chicago, seattle and boston. >> reporter: 's chief of surgery at san francisco general hospital, dr. peggy knudsen sees pedestrian injuries almost every day. >> get hit by a vehicle, you're going to get hurt. if you are an adult, the way that you're struck by cars you're likely to have pelvic fractures, lower extremity fractures, rib fractures. if you are a child, you're going to get tossed and you're most likely to have a severe head injury. >> reporter: and in san francisco, two pedestrians are hit on average every, single day with 17 deaths each year costing the public more than $15 million. that's got the attention of mayor ed lee. >> we pick this day and this time and this area here to make this announcement that we have a pedestrian strategy that's going on a serious one. >> reporter: citywide effort targeting hot spots urging drivers to slow down and pedestrians to pay attention. a challenge when some feel texting is just not that dangerous. >> not if you're with a group of people. >> reporter: so who is at fault with these col